Innu sought to introduce an innovative two-phase supplement into the Swiss market but lacked the strategic foundation needed for a successful launch. The company had no clear understanding of current market dynamics, potential competitors, or the precise profile description of their target group. Without this knowledge, it risked entering a saturated and competitive market without a distinct value proposition, leaving its positioning vague and its marketing efforts unfocused. A structured analysis was essential to clarify opportunities, define differentiation, and guide branding decisions.

We used a mixed-method approach combining secondary and primary research. Market analysis based on industry reports, scientific literature, and regulatory sources was summarised in a SWOT framework. Competitor analysis employed a comparative table of key characteristics. Primary data from an online survey (n=132) and eight semi-structured interviews was used to identify Innu’s target group and applied in the Value Proposition Canvas to develop a differentiation strategy and in the Positioning Statement Framework to define brand positioning.

The project provided Innu with a complete, research-based overview of the Swiss dietary supplement market, including its dynamics, consumer preferences, and competitive landscape. It delivered a detailed target audience profile, a clearly defined differentiation strategy, and a brand positioning framework tailored to the company’s two-phase supplement. These outputs give Innu the strategic foundation to launch with confidence, focus marketing on the right audience, and communicate a compelling value proposition. By addressing needs overlooked by competitors, the brand can stand out, strengthen credibility, and build loyalty. This clarity reduces the risk of misaligned product development, wasted marketing spend, and brand dilution. Equipped with these insights and tools, Innu is now well-positioned to enter the market, capture attention in a crowded space, and establish itself as a credible, relevant, and competitive player in the Swiss supplement industry.